In this research study, 30 participants viewed a 2015 Microsoft advertising campaign and were asked to provide feedback when interacting with standard online video ads versus Exponential’s VDX interactive online video ad experience. The study results found that users responded more favorably to the VDX units, which allowed for greater control over the ad viewing experience. Additionally, interacting with the VDX units improved brand perception and recall. When asked if they would interact with this type of ad format again, participants responded that they would, given that the ad in question was targeted and relevant.

“Users get to choose what they look at, for how long they look at it, whether they move through the video and look at galleries and all sorts of things. It replicates an online user experience, and goes hand-in-hand with great creative,” says Tyler Green, Exponential’s head of strategy for APAC.

“It has a positive impact on the brand campaign – everything improved from ad recall, understanding of the campaign, ad message, and purchasing decisions. If the user experience is more comfortable and they’ve elected to move through and explore the brand story, what comes out of that is positive for the brand.”

Check out the video below to learn more about the study and what participants had to say.